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How Mobile-Social is Changing the Way Brands Connect with Consumers

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  • http://playbook.360i.com Replace mobile POV with mobile playbook
  • Mobile was the bridge between online & offline, connecting to consumers to the show via mobile devices and on the ground promotions. The campaign included the following core components: Twitter (hub for announcements & sharing) Facebook (Food Porn app asked viewers to upload photos for a chance to win $5K) Foursquare (special one-day event badge & deals at 300+ local dessert shops) Foodspotting- emerging platform that lets users share photos of what they're eating with fellow foodies **with Top Chef Just Desserts, BRAVO became the first advertiser to sponsor a specific category within the app. **<ELLEN TO ADD FOLLOWING TALKING POINTS>** -Participating retailers in markets FREE Desserts were made available via the following partners: Local bakeries & Retailers – 260 retail partners in 20 Markets nationwide Total In-Store Impressions = 462,000 Largest Retail Partner (Godiva) distributed 8,000 truffles in 19 markets Branded Trucks: 4 Total in NYC, LA, Chicago 66K truck impressions garnered Opentable.com – 800 restaurants offered customers a free dessert with dinner Twitter as a hub for all messaging All times and locations were only announced on the @Bravotv Twitter account to harness the power of social media. Wrapped newspapers calling out twitter for detailers 4sq Just Dessert badge could be redeemed for real goods—GODIVA TRUFFLES! Within 1 week of just desserts day (continuing to play off bridging online/offline components)
  • Mobile was the bridge between online & offline, connecting to consumers to the show via mobile devices and on the ground promotions. The campaign included the following core components: Twitter (hub for announcements & sharing) Facebook (Food Porn app asked viewers to upload photos for a chance to win $5K) Foursquare (special one-day event badge & deals at 300+ local dessert shops) Foodspotting- emerging platform that lets users share photos of what they're eating with fellow foodies **with Top Chef Just Desserts, BRAVO became the first advertiser to sponsor a specific category within the app.
  • Left: Be The One for restorethegulf.com Right: Demo app for The Varsity, with a button to share
  • CauseWorld
  • Apple Game Center
  • http://www.assistedserendipity.com/images/mediakit/venuehistory.png
  • Transcript

    • 1. HOW MOBILE-SOCIAL IS Moderated by David Berkowitz, Sr. Director of Emerging Media & Innovation at 360i @dberkowitz / @360i Featuring: Craig Davis, CEO, TextualAds - @CraDav Tom Dorf, Director of Advertising Sales, MocoSpace - @MocoSpace Noah Elkin, Principal Analyst, eMarketer - @noahelkin Adam Mirabella, Head of Music Services, Nokia - @ Sinlison CHANGING THE WAY BRANDS CONNECT WITH CONSUMERS
    • 2. David Berkowitz
    • 3. Download 360i’s Playbooks: Mobile: mobileplaybook.360i.com Social: playbook.360i.com
    • 4.  
    • 5. HUB for all announcements & sharing The Mobile social app highlighted the best desserts at partner locations; A Mobile Guide Drove users to discover locations FOOD PORN Application asks fans to upload their photos for a chance to win $5,000 Users received a one-day-event badge and discounts at Godiva stores nationally
    • 6. Six types of mobile social media
      • Online social networks on mobile devices
      • Share content via social channels
      • Location-based check-in services
      • Sharing and streaming content
      • Social gaming
      • Mobile social networks
    • 7. 1) Online social networks on mobile devices 200MM+ mobile Facebook users
    • 8. 2) Share content via social channels
    • 9. Connect mobile sites & apps with social networks
    • 10. 3) Mobile social networks
    • 11. 4) Sharing and streaming content
    • 12. 5) Social gaming
    • 13. Game mechanics pervade social media: Meet your benevolent king
    • 14. Some kingdoms are hard to hold on to
    • 15. 6) Location-based check-in services
    • 16. Feeling lucky, punk?
    • 17. Thanks! - Let’s stay in touch
      • David Berkowitz
      • @dberkowitz / MarketersStudio.com
      • @360i / blog.360i.com
      • [email_address]
      • about.me/dberkowitz
    • 18. Noah Elkin
    • 19. How Mobile-Social is Changing How Brands Connect with Consumers Noah Elkin Principal Analyst @noahelkin F E B R U A R Y 9, 2 0 1 1
    • 20. Social networks are increasingly the conduit for mobile communication
    • 21. Mobile social network usage will more than double between 2010 and 2015
    • 22. Location-based services have surged but aren’t yet mainstream
    • 23. Geolocation mobile apps serve many niches but tend to be game- or deal-focused
    • 24. Checking in motivated by prospect of value exchange: obtaining useful information and finding deals
    • 25. But what happens when the check-in becomes commoditized? Over 380 Million Check-Ins!
    • 26. Among mobile marketing channels, marketers are most interested in geolocation and social networks
    • 27. Marketer spending around location is starting to ramp up
    • 28. Location relevance increases the likelihood of generating a response from advertising
    • 29. Thank you Noah Elkin Principal Analyst Twitter: @noahelkin Email: [email_address] Phone: (212) 763-6055
    • 30. Craig Davis
    • 31.  
    • 32.  
    • 33.  
    • 34.  
    • 35.  
    • 36. Tom Dorf
    • 37.  
    • 38.  
    • 39.  
    • 40.  
    • 41. tom@corp.mocospace.com - 347.225.6711
    • 42. Adam Mirabella
    • 43. Social Media Week 2011, New York Adam Mirabella Global Director, Digital Media
    • 44. Mobility will drive the next phase of Internet growth TODAY: 4.6 billion mobile devices 1.6 billion Internet users 450 million accessing the Internet through mobile Source: IDC 2013: 5.9 billion mobile devices 2.2 billion Internet users 1 billion accessing the Internet through mobile Source: IDC & Infonetics Research
    • 45. Key Trend #1
    • 46. Key Trend #2 http://www.socialmediaweek.org/nokiaconnects
    • 47. Key Trend #3
    • 48. What’s our role?
    • 49. The Future
    • 50. Keep the conversation going…
      • David Berkowitz, 360i - @dberkowitz
      • Craig Davis, TextualAds - @CraDav
      • Tom Dorf, MocoSpace - @MocoSpace
      • Noah Elkin, eMarketer - @noahelkin
      • Adam Mirabella, Nokia - @ Sinlison

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